Chapter 13

Chapter 13
Situational Influences

We will examine
The Nature of Situational Influences
Situational Characteristics
Consumption Behavior
Ritual Situations
Situational Influences and Marking Strategy

The Nature of Situational Influence
Types of Situations
1. The Communications Situation
The situation in which consumers receive information has an impact on their behavior.
Communications situation:
Is it better to advertise on a happy or sad television program?
Often marketers attempt to place their ads in appropriate media to enhance their effectiveness. Some even mandate that their ads be “pulled” when programming content is negative to their company.

2. The Purchase Situation
The situation in which a purchase is made can influence consumer behavior.

Purchase Situation:
How differently would you behave at Best Buy if you were there only to browse vs. being there to replace a broken TV?

3. The Usage Situation
The situation in which marketers can communicate how their products create consumer satisfaction.
Usage Situation:
Father’s day is just around the corner and Oreos attempts touch hearts.
http://www.youtube.com/watch?v=tf-xxVd8kfE

4. The Disposition Situation
The situation in which consumers must frequently dispose the products or product packages after or before product use.

Disposition Situation:
These are people whom may purchase only items that can be easily recycled.
A local charity will accept old refrigerators if they are delivered to the charity. The garbage service will haul one to the dump for $15. He or She just bought a new refrigerator from the sales from Black Friday. He or she knows someone with a pickup or a van and calls the friend to if he could help.

Situational Characteristics and Consumption Behavior

Physical Surroundings
Include décor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object (a single function).... [continues]

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